skip to Main Content

Full Sample Report – LCM Wave 19


What are SMBs’ spending on and using to market their businesses? What trends are emerging in how SMB’s communicate with their customers? These and other questions are answered by BIA/Kelsey’s Local Commerce Monitor (LCM) Wave 19 – Full Sample Report.  Our annual survey of 1,010 small business owners includes key trends in SMB’s adoption, use and spend on 50+ traditional and digital channels as well as other business services like CRM and ecommerce. It also covers SMB’s opinion on using digital agencies, sales people and other emerging trends in how they communicate and market to their customers. This exhaustive report of 60+ topics includes firmographics.


LCM tracks over 50 different media platforms, which fall into these 10 top-level groups:

  • Online (e.g., search, display ads, blogs)
  • Traditional (e.g., direct mail, newspapers)
  • Local coupons (print and online)
  • Broadcast
  • Giveaway items
  • Video (e.g., website videos, YouTube)
  • Mobile (e.g., search, SMS, display)
  • Social (e.g., Facebook, Twitter, Pinterest, Instagram, Promoted Tweet)
  • Local directories (print and online)
  • Community sponsorships


The report BIA/Kelsey’s Local Commerce Monitor (LCM) Wave 19 – Full Sample Report offers a comprehensive overview and analysis of all 1,010 SMBs surveyed. This full-sized deck includes 60 charts, plus full firmographics. This report covers the following areas and more:


  • Most popular media used for advertising and promotion
  • ROI assessment of most popular media used
  • Average annual ad spend and budget for each media used
  • Future advertising and marketing spending
  • Use of customer lists
  • SMBs patterns on monitoring customer comments /reviews
  • Preference for do-it-yourself vs. do-it-with-me digital advertising
  • How these SMBs are using:
    • Leads
    • Social media
    • 3rd party content and digital services
    • Channels used to purchase digital ads
    • Cloud-based services
    • CRM systems
    • Technology such as mobile devices
  • Franchisees and involvement of franchisors in marketing
  • Future marketing priorities and budget increases/decreases


Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to SMBs
  • Senior leaders evaluating opportunities in the SMB marketplace
  • Any executive with a role in selling digital products
  • Anyone focused on the trends and direction of SMBs
Back To Top